Logo - Full (Color) [Skip to content](https://www.hubspot.com#global-nav-main-content) - English Select a language - [日本語](#) - [Deutsch](#) - [English](#) - [Español](#) - [Português](#) - [Français](#) - High Contrast - [Customer Support](https://help.hubspot.com/) - [Contact Sales](https://offers.hubspot.com/contact-sales?authuser=0) - Close Search - [Log in](https://app.hubspot.com/login?authuser=0) - About About - [About Us](https://www.hubspot.com/our-story?authuser=0) - [Careers](https://www.hubspot.com/careers?authuser=0) - [Contact Us](https://www.hubspot.com/company/contact?authuser=0) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management?authuser=0) Back [ ](https://www.hubspot.com/) Menu - Close Search - Products Products - ## The HubSpot Customer Platform All of HubSpot's marketing, sales, and customer service software on one agentic platform. [Free HubSpot CRM](https://www.hubspot.com/products/crm?authuser=0) [Overview of all products](https://www.hubspot.com/products/get-started?authuser=0) - ### Marketing Hub Marketing automation software [Free and premium plans](https://www.hubspot.com/products/marketing?authuser=0) - ### Sales Hub Sales software [Free and premium plans](https://www.hubspot.com/products/sales?authuser=0) - ### Service Hub Customer service software [Free and premium plans](https://www.hubspot.com/products/service?authuser=0) - ### Content Hub Content marketing software [Free and premium plans](https://www.hubspot.com/products/content?authuser=0) - ### Data Hub Data management software [Free and premium plans](https://www.hubspot.com/products/data?authuser=0) - ### Revenue Hub CPQ, billing, and payments software [Free and premium plans](https://www.hubspot.com/products/revenue?authuser=0) - ### Smart CRM AI-powered, flexible CRM software [Learn more](https://www.hubspot.com/products/crm/ai-crm?authuser=0) - ### Agent Hub Your central home for building and managing AI agents across the platform [Learn more](https://www.hubspot.com/products/artificial-intelligence?authuser=0) - ### Small Business Bundle The Starter edition of each product, built for startups and small businesses [Learn more](https://www.hubspot.com/products/crm/starter?authuser=0) - ### AEO (Beta) Answer engine optimization tools that track and improve your brand's visibility in AI results [Learn more](https://www.hubspot.com/products/aeo?authuser=0) - ### HubSpot Marketplace Connect your favorite apps to HubSpot [See all integrations](https://ecosystem.hubspot.com/marketplace/apps?authuser=0) - Solutions Solutions - By Use Case - By Team Size - Why HubSpot? - ## Marketing - ### [Generate leads](https://www.hubspot.com/use-case/generate-leads?authuser=0) Convert visitors into contacts for your database. - ### [Automate marketing](https://www.hubspot.com/use-case/automate-marketing?authuser=0) Create campaigns with automation and AI. - ## Sales - ### [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline?authuser=0) Generate a pipeline of high-quality prospects. - ### [Close deals](https://www.hubspot.com/use-case/close-more-deals?authuser=0) Streamline your process and close more deals faster. - ## Customer Service - ### [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support?authuser=0) Support customers at scale with AI and a help desk. - ### [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction?authuser=0) Identify opportunities to improve customer health. - ## Content - ### [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey?authuser=0) Easily craft content for your audience, with help from AI. - ### [Manage content](https://www.hubspot.com/use-case/manage-content?authuser=0) Organize, update, and distribute content in one place. - ## Startups & Small Businesses - ### [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers?authuser=0) Generate leads through content, AI, and automation. - ### [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster?authuser=0) Prospect smarter and automate payments. - ### [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data?authuser=0) Unify your team and data on one platform. - ## Artificial Intelligence - ### [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent?authuser=0) Scale customer service with an AI customer agent. - ### [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent?authuser=0) Identify and engage high-value leads with an AI prospecting agent. - ### [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent?authuser=0) Get instant answers about your customers with an AI data agent. ## By Team Size - ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter?authuser=0) - ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise?authuser=0) ## Why HubSpot? - ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot?authuser=0) - ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies?authuser=0) - ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight?authuser=0) - [Pricing](https://www.hubspot.com/pricing/marketing?authuser=0) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight?authuser=0) - [What's New in HubSpot](https://www.hubspot.com/new?authuser=0) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot?authuser=0) - [Sustainability](https://www.hubspot.com/sustainability?authuser=0) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups?authuser=0) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions?authuser=0) - [Technology Partner Program](https://www.hubspot.com/partners/app?authuser=0) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates?authuser=0) - [Education Partner Program](https://academy.hubspot.com/education-partner-program?authuser=0) - [Startup Partner Program](https://www.hubspot.com/startups/partners?authuser=0) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing?authuser=0) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing?authuser=0) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources?authuser=0) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates?authuser=0) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding?authuser=0) - [Migration](https://www.hubspot.com/services/professional/migrations?authuser=0) - [Premium Support](https://www.hubspot.com/services/premium-support?authuser=0) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions?authuser=0) - Products Products - ## The HubSpot Customer Platform All of HubSpot's marketing, sales, and customer service software on one agentic platform. - [__Free HubSpot CRM__](https://www.hubspot.com/products/crm?authuser=0) - [__Overview of all products__](https://www.hubspot.com/products/get-started?authuser=0) - [ \ __Marketing Hub__ \ Marketing automation software](https://www.hubspot.com/products/marketing?authuser=0) - [ \ __Sales Hub__ \ Sales software](https://www.hubspot.com/products/sales?authuser=0) - [ \ __Service Hub__ \ Customer service software](https://www.hubspot.com/products/service?authuser=0) - [ \ __Content Hub__ \ Content marketing software](https://www.hubspot.com/products/content?authuser=0) - [ \ __Data Hub__ \ Data management software](https://www.hubspot.com/products/data?authuser=0) - [ \ __Revenue Hub__ \ CPQ, billing, and payments software](https://www.hubspot.com/products/revenue?authuser=0) - [ \ __Smart CRM__ \ AI-powered, flexible CRM software](https://www.hubspot.com/products/crm/ai-crm?authuser=0) - [ \ __Agent Hub__ \ Your central home for building and managing AI agents across the platform](https://www.hubspot.com/products/artificial-intelligence?authuser=0) - [ \ __Small Business Bundle__ \ The Starter edition of each product, built for startups and small businesses](https://www.hubspot.com/products/crm/starter?authuser=0) - [ \ __AEO (Beta)__ \ Answer engine optimization tools that track and improve your brand's visibility in AI results](https://www.hubspot.com/products/aeo?authuser=0) - [ \ __HubSpot Marketplace__ \ Connect your favorite apps to HubSpot](https://ecosystem.hubspot.com/marketplace/apps?authuser=0) - Solutions Solutions - By Use Case - ## Marketing - [Generate leads](https://www.hubspot.com/use-case/generate-leads?authuser=0) - [Automate marketing](https://www.hubspot.com/use-case/automate-marketing?authuser=0) - ## Sales - [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline?authuser=0) - [Close deals](https://www.hubspot.com/use-case/close-more-deals?authuser=0) - ## Customer Service - [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support?authuser=0) - [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction?authuser=0) - ## Content - [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey?authuser=0) - [Manage content](https://www.hubspot.com/use-case/manage-content?authuser=0) - ## Startups & Small Businesses - [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers?authuser=0) - [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster?authuser=0) - [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data?authuser=0) - ## Artificial Intelligence - [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent?authuser=0) - [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent?authuser=0) - [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent?authuser=0) - By Team Size - ## By Team Size -  ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter?authuser=0) -  ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise?authuser=0) - Why HubSpot? - ## Why HubSpot? -  ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot?authuser=0) -  ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies?authuser=0) -  ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight?authuser=0) - [Pricing](https://www.hubspot.com/pricing/marketing?authuser=0) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight?authuser=0) - [What's New in HubSpot](https://www.hubspot.com/new?authuser=0) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot?authuser=0) - [Sustainability](https://www.hubspot.com/sustainability?authuser=0) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups?authuser=0) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions?authuser=0) - [Technology Partner Program](https://www.hubspot.com/partners/app?authuser=0) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates?authuser=0) - [Education Partner Program](https://academy.hubspot.com/education-partner-program?authuser=0) - [Startup Partner Program](https://www.hubspot.com/startups/partners?authuser=0) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing?authuser=0) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing?authuser=0) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources?authuser=0) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates?authuser=0) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding?authuser=0) - [Migration](https://www.hubspot.com/services/professional/migrations?authuser=0) - [Premium Support](https://www.hubspot.com/services/premium-support?authuser=0) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions?authuser=0) - About About - [About Us](https://www.hubspot.com/our-story?authuser=0) - [Careers](https://www.hubspot.com/careers?authuser=0) - [Contact Us](https://www.hubspot.com/company/contact?authuser=0) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management?authuser=0) [Start free or get a demo](https://www.hubspot.com/products/get-started?authuser=0) [Log in](https://app.hubspot.com/login?authuser=0) - English Select a language - [日本語](#) - [Deutsch](#) - [English](#) - [Español](#) - [Português](#) - [Français](#) - High Contrast - [Customer Support](https://help.hubspot.com/) - [Contact Sales](https://offers.hubspot.com/contact-sales?authuser=0) - [Case Studies Overview](https://www.hubspot.com/case-studies?authuser=0) - [Directory](https://www.hubspot.com/case-studies/directory?authuser=0) - G2  # G2 decreases cost per lead by 25% with HubSpot Software & Technology 1,000+ employees  - 25% decrease in CPL - 45% conversion rate on landing page - 138 new leads generated Use Cases - Increase Leads Products - [Marketing Hub](https://www.hubspot.com/products/marketing?authuser=0) - [Sales Hub](https://www.hubspot.com/products/sales?authuser=0) - [Service Hub](https://www.hubspot.com/products/service?authuser=0) - [Content Hub](https://www.hubspot.com/products/content?authuser=0) - [Data Hub](https://www.hubspot.com/products/operations?authuser=0) - [The Full CRM Platform](https://www.hubspot.com/products/crm/enterprise?authuser=0) ### Story Overview Leveraging LinkedIn ads and HubSpot’s Marketing Hub, G2 was able to decrease their cost per lead by 25% while maintaining overall lead quality. ### About Company G2 is a user-generated review website that empowers business buying decisions by highlighting the voice of the customer through leveraging over 650,000+ user reviews. ### Raising Awareness for Buyer’s Intent [G2](https://www.g2.com/?authuser=0) acts as a marketplace for buyers and sellers of business software. G2 facilitates this marketplace in two ways. First, G2 helps buyers of business software make smarter buying decisions when determining what software solutions are right for them. Second, they help companies who build and sell software understand exactly when a potential customer is conducting product research, and potentially in the market to purchase their software. G2 earns revenue by selling this buyer intent data, which is particularly invaluable to companies in competitive spaces. G2 and their customers know the value of buyer intent data to software companies’ sales and marketing teams, but to grow their business they needed a way to increase awareness of this data amongst a group of their core target accounts. G2 identified these accounts by leveraging their CRM data, including variables such as industry, company size, and lead scoring. Once the demand generation team at G2 has specified these target accounts, they started to explore ways to run targeted promotion of their buyer intent data to these accounts. ### Targeting the perfect audience To increase awareness for their solution, G2 recorded [a proof-of-concept webinar](https://sell.g2.com/the-intent-data-webinar-recording-form?authuser=0) with one of their customers to show the success they had seen by leveraging buyer intent data. For this campaign, they chose to target demand generation marketers at companies with more than 200 employees. With compelling content in hand and a target audience in mind, they now needed a way to drive traffic to the webinar at scale. For this, they turned to the powerful combo of LinkedIn + HubSpot. “LinkedIn is one of our main paid acquisition channels,” says Adam Goyette, VP of Demand Generation at G2. “If you take the time to identify the audience you’re targeting and craft a message that will resonate with them, LinkedIn is one of the most powerful acquisition tools available.” Within HubSpot’s ads tool, G2 created LinkedIn targeting audiences based on dynamically updating lists in HubSpot so they could properly target their prospect accounts with this content offer. This was crucial to their overall success. “Targeting our ads using HubSpot’s contact list audiences allowed us to decrease acquisition costs for this webinar campaign while also increasing the quality of the leads who registered. There’s incredible value in having one list in HubSpot that you use across a marketing campaign -- whether it’s in an email send, or in an ad campaign. And having that list dynamically update within both HubSpot and LinkedIn is extremely important to us,” says Adam. To create these contact lists, They used their defined target audience and their CRM data to identify marketing and sales leaders who had previously shown interest in leveraging buyer intent data at their companies. With these audiences synced back to LinkedIn, they created a targeted ad campaign to promote the webinar. Once someone arrived on their landing page, G2 felt confident in their ability to convert these target accounts. Through several rounds of A/B tests from previous campaigns in HubSpot, G2 had already refined how they positioned buyer intent data on their landing pages. Adam Goyette at G2 credits HubSpot’s optimization tools for their strong campaign conversion rates: “A/B testing in HubSpot gave us the tools we needed to refine our messaging, while simultaneously increasing our landing page conversion rate to an incredible 45%.” As leads converted on their landing page to view the webinar, Adam and his team regularly checked the status of their campaigns using the reports in HubSpot’s ads tool to ensure their campaign continued to drive the expected results and an appropriate ROI. After converting on the landing page to watch the webinar, these leads entered automated set nurturing actions built by G2 using HubSpot’s marketing automation platform. Depending on the lead, they either entered an automated workflow where they could be nurtured further, or they entered an automated sales sequence that drove meetings between these leads and their sales team. ### Driving growth at scale Through this campaign, G2’s demand generation team increased landing page conversion rate to 45%, generating 138 highly qualified leads that they could nurture and pass off to their sales team. Best of all, because they leveraged both HubSpot and LinkedIn together, G2 was able to maintain their overall lead quality, while decreasing their cost per lead by 25%. “We loved the ability to easily create campaign assets, coordinate execution across channels, and measure impact during and after the campaign. HubSpot is the brain to our marketing operations at G2.” Table of Contents Table of Contents - [Raising Awareness for Buyer’s Intent](https://www.hubspot.com#raising-awareness-for-buyers-intent) - [Targeting the perfect audience](https://www.hubspot.com#targeting-the-perfect-audience) - [Driving growth at scale](https://www.hubspot.com#driving-growth-at-scale)  ### Start Growing With HubSpot Today With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier. [Get a demo](https://offers.hubspot.com/crm-platform-demo?authuser=0) ##### Related Case Studies -  ### How a Two-Person Wealth Firm Saves $70K+ a Year and Makes Every Client Feel Seen with HubSpot Agent Builder - United States - Marketing Hub - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/concierge-wealth-management-agent-builder?authuser=0) -  ### How Eventus Turned Its CRM Into a Pipeline Engine for Financial Firms with HubSpot’s Data Agent and Prospecting Agent - Software & Technology - United States - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/eventus?authuser=0) -  ### How Riverside Insights Empowers Educators to Act in Time for Students — While Slashing Tech Costs by $600K with HubSpot - United States - Marketing Hub - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/riverside-insights-unified-crm?authuser=0) -  ### How Panoramic Doors Gives Every Homeowner Expert Answers at the First Click with HubSpot's Customer Agent - 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